GDR Managing Editor John O’Sullivan picks out his favourite examples of how brands are engaging and delighting consumers during lockdown Easter.
For the second year in a row, this weekend’s Easter celebrations will be very different for many people all over the world, curtailed by differing degrees of Covid-19 lockdowns. Despite this, Easter still represents a key occasion for many Western brands, and particularly those in the supermarket and food & beverage sectors, who are having to come up with new and innovative ways to contribute to and even enable their customers’ Easter festivities.
In this article we’ll highlight the best examples we’ve seen from brands around the world who are using digital tools, augmented reality and new delivery systems to bring a bit of joy and normality to their customers’ lives.
Wherever you are and however you’re spending the weekend, the team at GDR wishes you a very Happy Easter.
Cadbury has created a digital tool that lets users make virtual egg hunts for loved ones they may not be able to see this Easter. Offering a playful alternative to physical egg hunts during Covid-19 lockdown, Cadbury WorldWide Hide works in collaboration with Google Maps Streetview. Users can drop a virtual Easter egg anywhere in the world before creating a cryptic clue that gives a hint about the location. They can then share a link to the clue with their loved one, and challenge them to find the virtual egg.
Ben & Jerry’s has also embraced technology to put its own spin on the traditional Easter egg hunt. It has launched a Pokemon Go-style egg hunt in New Zealand and Australia to drive traffic to its parlours over the Easter weekend. The brand has hidden 50,000 virtual eggs in real life locations that can be discovered via augmented reality using the BlockV platform on a smartphone. Once users find or “catch” an egg, which are all hidden near Ben & Jerry’s locations, they can exchange them for a free scoop of ice cream in-store.
British supermarket chain Morrisons has created a range of Easter treat boxes giving locked-down families the tools they need to have a fun and indulgent Bank Holiday Weekend. The Easter Treats box includes everything needed to make Easter nests and have an egg hunt, while the Easter Baking box, released in collaboration with Dr. Oetker, includes all of the ingredients to make Chocolate Easter Egg Biscuits, and a Garden Traybake. For the adults, there’s also The Ultimate Gin Box, which includes a bottle of Hunters gin alongside a variety of mixers and snacks. All boxes are available for delivery.
The sustainability issues presented by global supply chains is something that has really come under the microscope during the Covid-19 pandemic. This Easter, Fortnum & Mason has gone to extreme lengths to highlight its commitment to sustainability by creating what it is calling a guilt-free carbon neutral Easter egg. The Sailboat Chocolate Easter Egg uses sustainably-sourced cocoa from Grenada, which was transported in an engineless sail boat to Ireland, before being tempered and packaged in a solar powered factory. Horse and cart and electric vans are used to complete the journey to the UK as part of Fortnum’s “aims to be carbon neutral”.
Last Easter, hospitality brand Home Suite Home offered those stuck at home in Amsterdam during Easter the perks of staying in a nice hotel. Its €85 Home Stay package for two people included a curated box of local products, an Easter Breakfast Delivery, access to exclusive live online music and comedy sessions, and an on-call concierge, which extended traditional hotel services beyond the confines of the physical hotel.
If you’re interested in talking to us in more detail about any of the themes discussed in this article, or the challenges you’re facing as a business, we’re here to help. Get in touch with firstname.lastname@example.org